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A Brilliant Negative Space Logo That Is Stylishly Minimal, Perfectly Incomplete
By Dorothy Tan, 23 Jun 2017
Often times, you do not have to be loud to make a big statement—and that is precisely what creative services firm Sid Lee has done with the branding identity of engineering company WSP.
The redesigned identity includes a new logo that consists of what can seem to be five random strokes—however, even at first glance, one can tell instantly that it spells out ‘WSP’ with no trouble at all.
The unique and creative logo design, which makes excellent use of negative space and alignment, turns a wordmark that is technically incomplete into a minimal masterpiece of graphic design.
According to Sid Lee, the branding aims to “ invite the beholder into the WSP world; to let them complete the equation, and be part of the work and intelligence of engineering, while remaining open to the endless possibilities.”
We think that the logo reflects this objective beautifully. Head over here to view more images of this outstanding rebranding project.
[via Sid Lee]
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